The Issue
The boutique law firm of Shapiro, Lifschitz & Schram PC is a litigation powerhouse that more than holds its own against far larger practices in Washington, D.C., and throughout the nation. When the firm wanted to expand its market share without increasing its size, its founders looked beyond the local market to their small but highly successful practice in the power and energy sector.
The firm selected Jaffe to develop a marketing and public relations campaign that would generate business with energy clients. The co-founders were excited to take this step but were also concerned about alienating the local litigation business that originally made the firm a success. The Jaffe team set to work on separate campaigns for the power and energy effort and the litigation practice that would allow Shapiro, Lifschitz & Schram PC to grow both sides of its business simultaneously.
When the firm wanted to expand its market share without increasing its size.
The Strategy
Jaffe’s goal was to craft a single message for the firm’s current clients, local leads and national energy industry prospects and to deliver that message in an attention-grabbing and memorable way. Our strategists determined that the most effective tactic was to distribute a targeted email marketing message that would position the firm as a leader in both markets and direct recipients to a new, enhanced website.
Rather than send an ordinary, static e-blast, Jaffe’s designers created an animated message that could cut through the usual inbox clutter. Between flashing bolts of lightning, the animation unveiled the tagline “In Washington, Throughout the Nation.” Subsequent lightning strikes revealed images and copy establishing the firm’s energy industry prowess, its redesigned website, and its commitment to innovation and creativity.
Readers were then taken to the 2.0 version of SLSlaw.com, where new copy and a fresh look told the story of the firm’s experience, passion and solutions.
Jaffe’s designers created an animated message that could cut through the usual inbox clutter.
The Impact
Jaffe’s animated email message was widely viewed by its recipients and garnered interest and praise from both clients and prospects. Even as Shapiro, Lifschitz & Schram PC shifted its business development focus to the power and energy sector, its Washington, D.C., clientele continued to expand in the wake of Jaffe’s campaign. The firm added three major energy clients, including a $2.6 billion piece of litigation, and still maintains its growing local practice. Additionally, the enhanced website has become a critical marketing and sales portal that promotes both sides of the business.